Book 2003

Sonic Branding

An Introduction

Authors:

Editors:

ISBN: 978-1-349-50977-5 (Print) 978-0-230-50326-7 (Online)

Table of contents (27 chapters)

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  1. Front Matter

    Pages i-xxii

  2. What is Sonic Branding?

    1. Front Matter

      Pages 1-4

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      Chapter

      Pages 5-10

      The opportunity knocks

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      Chapter

      Pages 11-15

      Jingle all the way

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      Chapter

      Pages 16-22

      What the movies did for us

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      Chapter

      Pages 23-26

      What is sonic?

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      Chapter

      Pages 27-37

      The sciency bit

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      Chapter

      Pages 38-46

      The three elements of sound

    8. Chapter

      Pages 47-47

      Part one: conclusion

  3. The Nature of Brands

    1. Front Matter

      Pages 49-49

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      Chapter

      Pages 51-53

      A historical perspective

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      Chapter

      Pages 54-59

      Brand and its symbols

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      Chapter

      Pages 60-62

      McBrands

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      Chapter

      Pages 63-65

      The essence of brand is belief

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      Chapter

      Pages 66-72

      Turning beliefs into brands

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      Chapter

      Pages 73-79

      Generating belief - the greatest story ever told

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      Chapter

      Pages 80-85

      Any belief can become a brand

    9. Chapter

      Pages 86-86

      Definition of a brand

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      Chapter

      Pages 87-95

      Branding

    11. Chapter

      Pages 96-96

      Part two: conclusion

  4. This is How We Do It

    1. Front Matter

      Pages 97-98

    2. Chapter

      Pages 99-99

      The sonic branding engine

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      Chapter

      Pages 100-103

      Brand brief

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      Chapter

      Pages 104-114

      Creative learning

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